Motor racing’s prestigious Formula 1 (F1) series has unveiled major watch brand Tag Heuer as its timekeeping partner for this season.
This comes as one part of the overall long-term tie-up between F1 and French luxury goods conglomerate LVMH, announced in early October. That 10-year deal begins with the 2025 season and runs through 2034.
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Through this designation, Tag Heuer will be present both on and off track at races throughout 2025, including through trackside branding, Fan Zone and Paddock Club activations, as well as new product ranges.
Tag Heuer was the first luxury brand to have its logo appear on an F1 car, back in 1969, the series has said, and since then has been involved in partnerships with heavyweight teams such as Ferrari, McLaren, and (most recently) Red Bull.
The F1-LVMH deal will also see several other brands receive prominent exposure across F1 activities, most notably spirits company Moët Hennessy, and major fashion label Louis Vuitton.
These brands, and more, will activate alongside F1 on what LVMH has called, “hospitality, bespoke activations, limited edition [products], and outstanding content.”
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By GlobalDataAlthough LVMH has not released any details about the partnership, rumors in September from US publication Bloomberg suggested that the deal could be worth as much as $150 million per year.
Aside from its ongoing tie-up with Red Bull, Tag Heuer is also a partner of the Formula E electric motor racing series.
The 24-race 2025 F1 campaign, meanwhile, will get underway on March 16 in Australia and will run through until the Abu Dhabi Grand Prix in early December.
The series has long been an attractive partner for brands in the high fashion and luxury goods industries, thanks to its relatively wealthy status and reputation.
Other F1 global partners include Aramco, DHL, Heineken, MSC Cruises, Qatar Airways, and Salesforce.
Late last week, it was announced that MSC Cruises will again put its name to a trio of grands prix in 2025.
